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A marketing story that's oh so... Everybody wants search engine optimization. We crave high placement on every search engine, followers on the hot social media site, and then we want it all to translate into sales. First, the truth about SEO: The results won’t be the same for every business. Not everybody is going to claim the top spot on Google. But with an integrated search engine optimization campaign directed by a professional marketing team, you will see a return on your marketing investment. You will find success, but it takes guidance and patience. To reach your SEO goals, you must start at the core foundation of SEO planning which is your company’s Web site. If the site is not built to proper SEO standards and best practices, all efforts put forth will not produce the results you are looking for. Lasting success requires a plan, which includes goal development, research and media management. BRAND’s SEO outline educates you on how we run a successful integrated campaign. We’ll also show you who’s doing it right. Step one: Determine your integrated campaign direction Step two: Select your keywords Avoid keywords that are too broad or too competitive, according to expert Brian Eberman. He writes that broad terms are difficult to target in a way that produces high click-through rates. “Super competitive terms are generally overpriced and difficult to achieve high position on at launch. Higher volume, mid-tail terms (three to four word terms) that are relevant to your site are generally best for initial quality score,” Eberman says. Keyword density is often debated, but one expert advises that target terms should be repeated at least twice within 250 words. “More importantly, however, is where and how you incorporate your keywords,” says Ted Rooke, director of search-engine marketing at Nurun. “Be sure the target term appears in the following places within the page: title page and text link within the main navigation.” Once this is complete, it’s time to set up a pay-per-click account with Google. You may also choose to take out a Facebook ad, which is targeted to industry specific groups. Step three: Launch the PR and article submission campaign supporting all your efforts For Source Sales & Marketing, an experienced media manager and copy writer produce articles and press releases describing how Source is leading customers to wealth building through self-directed IRAs and real estate. The campaign was disseminated to all regional media through a respected wire service for greater coverage and tracking. The online newsroom is then updated and monitored for all media coverage, blog and social media comments. Your marketing professional will link to informative sites. Become a good resource for your visitors and they will come back to you, says expert Michael Estrin. Step four: Schedule your social media strategy
Step five: Monitor your brand and your progress We all know the benefits to a traditional media campaign, but the investment return on social media is still being evaluated. But this allows your marketing team to start fresh and begin monitoring your own progress. Keep track of how many referrals you receive through social media. Track, monitor and adjust messaging according to feedback. Big companies run successful integrated campaigns, you can too with the direction of marketing professionals who keep your campaign focused on the big picture and the micro details. BRAND takes the marketing tactics and implementation off your mind so that you can focus on managing your day-to-day business operations. And one that fell… |
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